Flavoured Cider trends 2024 – opportunities & inspiration
Cider is a quintessentially British drink. With rich heritage and a versatile, fresh flavour it holds broad appeal. These characteristics align it with a range of wider drinks trends too – for produce that is homegrown or sustainable, flavours that are new or unusual, and drinks that are lower-proof and budget-friendly.
The UK’s cider market is worth £3.06bn*, enjoying modest growth since 2023.
While this comes from inflation pushing up prices and value sales, confidence does now appear to be growing amongst consumers – fewer say they are cutting back on spending compared to 2023 – suggesting both value and volume sales could jointly return to growth.
The category is buoyant across both on- and off-trade – the majority of all cider sales are generated across the Big Four supermarkets, and cider has been the fastest growing segment in on-trade since 2023.
Within this, flavoured ciders deliver 32% of the category’s value sales*. In off-trade they are bought by 27.7% of UK households* and packaged flavoured cider enjoyed 9.7% volume and 13.9% value growth in 2022-23**. Across on-trade, flavoured ciders now account for 25% of all draught sales and premium flavoured draught cider enjoyed 85% growth in value sales in three years**.
Overall, cider appeals to around half of adults and is particularly popular with younger adults and women, with both demographics tending to prefer flavoured ciders too.
Understanding the different motivators for these sub-groups will help cider brands to reach them with the right products. For example, women tend to be loyal to cider brands, while Gen Z typically socialise and drink differently to older generations, wanting new, quality experiences. And around half of all drinkers say a wider variety of low or no alcohol alternatives would encourage them to drink cider more often.
Cider’s appeal to a wide range of drinkers sets it in good stall to continue its value sales growth and return to volume sales growth.
Opportunities for Flavoured Cider
There are a range of established or emerging opportunities available to cider brands, particularly around new or unusual flavours, premium or limited-edition creations, and NoLo alternatives.
New flavours
Innovation in the cider category is being driven by new flavours; predominantly as flavoured ciders, as well as emerging pear ciders.
New flavours are sought out by 40% of category drinkers**. New or unusual flavours have worked well as limited edition releases in recent years, piquing the interest of adventurous drinkers who increasingly like a novelty or escapist aspect to their purchases.
Sainsbury’s cocktail inspired Pina and Cherry Colada Ciders did just this, offering an unusual flavour while blurring the lines between cider and RTDs to reach new drinkers.
Typically seen as a summer drink, bold winter flavours can strengthen the category’s year-round appeal, with 83% of drinkers saying they could be persuaded to drink cider through winter**.
New flavours can also align with wider drinks trends, such as using heirloom apples or other homegrown ingredients for strong sustainability credentials.
M&S’s Christmas Cider with citrus and spice cider flavours, sold in 2022, is a good example of the former, while Inch’s Cider highlighting its environmental credentials on-pack demonstrates the latter.
Premium options
Even in the face of spending pressures for most consumers, premium cider options shouldn’t be overlooked. People want value for money, but that doesn’t mean just a lower price point.
Premium packaged ciders have been one of the biggest value drivers for flavoured varieties in recent years, in fact, and around half of all cider drinkers (44%) are willing to premiumise on these purchases**.
The 16.6% sales growth enjoyed by Old Mout Cider’s Strawberry & Apple fruit flavoured cider in the last year demonstrates this*.
There is plenty of space for own-label brands in the cider category too, though. Private label cider brands have grown 12% YOY*, demonstrating the demand for budget-friendly options.
NoLo alternatives
As seen across all drinks categories, the growth of conscious-drinking means there’s plenty of opportunities for NoLo alternatives for cider, particularly for flavoured varieties.
Alcohol-free was the fastest growing cider segment through 2022 and 2023, driven by the different drinking habits of younger consumers. This saw volume and values sales of NoLo cider up by +8.4% and +£2.4m in 2023/24*, with brands like Old Mout Cider adding new cider flavours to its alcohol-free ranges.
Almost half (48%) of drinkers say that a wider variety of low or no alcohol alternatives could encourage them to drink cider more often***.
‘Better for you’ ciders also hold appeal with health-conscious drinkers, particularly as one-in-five drinkers cite sugar or calories as a reason for not choosing cider but 58% say they are open to trying low-calorie cider***.
Cider flavours – ideas & inspiration
Inspiration for new flavours of cider can come from both the established bestsellers and the emerging innovators.
While berry cider flavours hold the largest share of flavoured cider sales, having been enjoyed by drinkers for 10 years now, there’s plenty of room and scope for citrus cider flavours, exotic flavours of cider, and bold new cider flavours too.
Thatchers’ Blood Orange cider is now a top-five bestseller, having delivered 34.9% YOY growth* to show the appeal of citrus cider flavours. The rise in popularity of unusual, international citruses holds opportunity here now, such as Snails Bank’s yuzu flavoured cider.
International ingredients are being used for exotic flavours of cider too. Strongbow has a new Tropical cider and Kopparberg has its new Summer Punch fruit flavoured cider, while Old Mout Cider’s Pineapple & Raspberry is another top-five bestseller.
Sweeter or more unusual flavour combinations appeal for bold new cider flavours, particularly as seasonal or limited edition serves. Kopparberg’s Spiced Apple tapped into the mulled drinks trend in winter 2023, for example.
For mass appeal, berry cider flavours are best. Thatchers’ new Apple & Blackcurrant is already worth £4.3m*, while Strongbow Dark Fruits continues to be the top selling flavoured cider*.
Start creating new cider flavours
At Simpsons, we research, formulate and manufacture a wide range of innovative and familiar flavours of cider. Our expertise ensures our customers keep up with the latest consumer and category trends. Chat to our team today about developing or expanding your flavoured cider range.
